Superstar Jay-Z, Roc Nation founder and Tidal owner has aligned with Puma to become the apparel brand’s President of Basketball Operations.
In his new role, the rapper is expected to assist with the brand’s creative direction and product as well as recruit both basketball players and fellow artists to Puma.
Puma and Jay-Z first collaborated a year ago when the label provided shoes, shirts and other merchandise for the rapper’s 4:44 Tour.
“We’ve been working with Roc Nation for quite some time. They’ve been great partners to us for several years. We’ve done many different deals with many different ambassadors,” Adam Petrick, Puma’s global director of brand and marketing, told Complex, adding that the President of Basketball Operations gig “was something [Jay-Z] wanted to be a part of.”